Grounded in evidence. Driven by mission.

New tools available:
Interest + Impact Mapping Tool and the Audience Strategy Planning Workbook

Start with the new free Interest + Impact Mapping Tool to identify who belongs in the plan. Use it with the free Audience and Channel Matrix to match audiences to channels with purpose. For teams that want to go further, the new Audience Strategy Planning Workbook is available for a $10 introductory price and helps turn that map into engagement, channel, messenger, and follow-through decisions.

• Download the free Interest + Impact Mapping Tool, use it with the free Audience and Channel Matrix, and add the Audience Strategy Planning Workbook when you need a fuller strategy.

Audience Strategy Tools

Most audience planning starts too late.Teams often move quickly to messages, channels, and rollout plans before they have fully identified who is affected, who has influence, who needs to be prepared, and who may be missed altogether.These three tools work together as a pathway: identify who belongs in the plan, match audiences to channels, and turn those decisions into a usable strategy.

Field + Frame Interest + Impact Mapping Tool (new!)

A free pre-planning tool for identifying who is affected, who has influence, who needs to be engaged, and who may be overlooked before communication, engagement, or implementation plans are built.Unlike a basic audience list, the Interest + Impact Mapping Tool helps teams think through people, groups, partners, and decision-makers by relationship to the work, impact or burden, influence or role, trust, concern, readiness, and engagement priority.Use it before building an audience list, developing an engagement plan, drafting a communication strategy, or beginning implementation planning.

• Download the Interest + Impact Mapping Tool.

Field + Frame Audience and Channel Matrix

A free planning tool for matching audiences to channels with intention, so communication extends reach without creating noise.Unlike a channel checklist, the Audience and Channel Matrix helps teams think through which audiences they need to reach, which channels are positioned to reach them, and what purpose each channel should serve.Use it after identifying your priority audiences and before finalizing a rollout, campaign, or multi-audience communication plan where consistency, coverage, feedback, and overload all matter.

• Download the Audience and Channel Matrix.

Field + Frame Audience Strategy Planning Workbook (new!)
$10 introductory price

A companion workbook for turning audience mapping, engagement sequencing, channel decisions, and messenger readiness into a practical strategy.Unlike a standalone template, the Audience Strategy Planning Workbook guides users through the decisions that make an audience strategy usable: engagement priorities, timing, message needs, channel roles, messenger readiness, risk checks, and a summary plan that can be assigned, tracked, and updated.Use it after completing the Interest + Impact Mapping Tool and Audience and Channel Matrix, or as a standalone guide when you need to clarify who needs what, when, through which channels, and from whom.

• Buy the Audience Strategy Planning Workbook.

Field + Frame Decision Readiness Communication Matrix

A free leadership tool for assessing whether a decision is ready to be understood, explained, defended, and acted on.The Field + Frame Decision Readiness Communication Matrix is not a message checklist. It examines five dimensions: clarity of the decision; defensibility and input; leadership alignment; audience readiness; and accountability and follow-through.Use it before announcing a significant decision, rolling out a new policy or initiative, responding to criticism or concern, or defending a course of action under scrutiny.

Field + Frame Strategic Communication Maturity Model

A free diagnostic tool for assessing whether communications is operating as execution support or strategic decision support.Unlike generic five-stage ladders, the Field + Frame Strategic Communication Maturity Model examines five dimensions: organizational positioning; strategic role definition; evidence and judgment; planning and decision integration; and measurement, learning, and accountability.Use it when communications feels stuck in production mode, when leaders want to clarify the role of the function, or when you need a practical way to identify the highest-leverage moves for change.

• Download the Strategic Communication Maturity Model.

Field + Frame Strategic Project Prioritization Matrix

A free spreadsheet-based decision-support tool for comparing projects by strategic value, implementation burden, and risk of inaction.Unlike a basic task-ranking exercise, the Field + Frame Strategic Project Prioritization Matrix helps teams define the intended 12-month business or organizational outcome, identify who owns that outcome, and sort projects into four practical categories: Move Now, Plan + Resource, Consider Later, or Reconsider.Use it when your project queue is full, when a new initiative needs to be evaluated against work already in motion, or when leadership needs a shared basis for deciding what to start, pause, sequence, or deprioritize.

Principal

Field + Frame Strategy is led by Laura Ross, PhD, a senior advisor to executive leadership across federal public health and regulatory agencies. Work focuses on translating complex scientific, behavioral, policy, and operational inputs into clear options and defensible recommendations in high-stakes environments.Background spans domestic and international public health, including field experience across sub-Saharan Africa, Southeast Asia, and Latin America, and senior advisory roles during COVID-19 response, organizational realignment, and major scientific initiatives requiring cross-functional coordination.

Selected background and publications available via LinkedIn.